Abstract [en]

Many daily purchasing decisions involve purchases for the home and for our daily living. Food, toilet paper and other necessary goods are often purchased at the same store over and over again. For what reason do we return to the store to perform the purchase of what can count as the most regular products we use?This paper focuses on finding differences and similarities between men's and women's shopping behavior and for which reasons they choose to shop at the grocery stores that they have chosen as their primary.To answer the question if men and women indicate the same factor as the most influential factor in the choice of grocery store we conducted two surveys on each 72 respondents. A study was conducted in municipalities with populations between 1,000 - 30 000. Another study was conducted in large cities with populations over 30 000.Based on these studies we have concluded that there are some similarities between male and female shopping behavior, as both men and women believes that the location is the single most influential factor and that the store should be close to home, but also the differences that men are not as price sensitive as women or that they prefer to spend less time in the grocery stores.